The Diana Award
The hard-hitting fake back-to-school campaign that captured national attention.
Revolt Labs
Requirement
Five million children in the UK experience bullying. The Diana Award, a charity founded in memory of Princess Diana, runs the UK’s largest bullying prevention programme and wanted to start more conversations about this issue.
ReSPONSE
We created an integrated campaign that hijacked the back-to-school period. Our viral film mirrors the typically happy and optimistic style of a back-to-school ad before taking a dark turn. The cheerful music becomes ominous and product messages are given poignant new meaning as the heart-wrenching scene unfolds.
response
A unique installation in Westfield (Europe’s largest shopping centre) featured specially rigged mannequins depicting four scenes of violence and emotional abuse. These faceless children became powerful symbols of the millions who suffer in silence.
Meanwhile, the Metro donated thousands of pounds of media space, which we filled with the terrible things many kids would go back to when term began. DOOH from Ocean Outdoor complimented the idea.
Meanwhile, the Metro donated thousands of pounds of media space, which we filled with the terrible things many kids would go back to when term began. DOOH from Ocean Outdoor complimented the idea.
Results
80+ pieces of earned coverage including The Sun, The Independent and Magic Radio.
Reached 136M people.
Film aired on BBC News fifteen times
£400K earned media value with zero media spend.
99% positive sentiment.
AWARD WINS:
CREATIVE CIRCLE
GOLD – PR & Social: PR Events & Stunts
SILVER – Experience Craft: Installation
SILVER – Experience Craft: Stunt for Positive Change
BRONZE – General: Charity Integrated Campaign
BRONZE – Outdoor: Use of Outdoor Medium
OUTDOOR MEDIA AWARDS – GOLD
NATIONAL SOCIAL IMPACT + Installation + EXPERIENCE
SHORTLISTED AT THE ANDYS, CLIO HEALTH AWARDS AND BRITISH ARROWS
CREATIVE CIRCLE
GOLD – PR & Social: PR Events & Stunts
SILVER – Experience Craft: Installation
SILVER – Experience Craft: Stunt for Positive Change
BRONZE – General: Charity Integrated Campaign
BRONZE – Outdoor: Use of Outdoor Medium
OUTDOOR MEDIA AWARDS – GOLD
NATIONAL SOCIAL IMPACT + Installation + EXPERIENCE
SHORTLISTED AT THE ANDYS, CLIO HEALTH AWARDS AND BRITISH ARROWS
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